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Unformatted text preview: Chapter 4 Outline The Scope of Advertising: From Local to Global Introduces the people and groups who work in advertising Chapter 4 Objectives 1. Describe the various groups in advertising 2. Define the main types of ad agencies 3. Discuss how agencies get clients and make money 4. Examine agency-client relationships 5. Explain how advertisers organize 6. Explain what people do in ad agencies 7. Debate the pros and cons of in- house agencies 8. Explain how the media and suppliers help The Advertising Industry • Agencies • Clients • Suppliers • Media You don’t need to work in an agency to work in Advertising • Research • Accounting • Sales • Management • Technology • Communication Arts Local Advertising • Franchisees and dealers • Chain retailers • Independent Businesses • Government and nonprofits Types of Local Advertising • Product - Regular price-line, sale, or clearance...
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- Spring '08
- Advertising, Advertising agency, Agencies Clients Suppliers, advertising budget Regional, Centralized global structure